Google Ads Ditches Language Targeting for AI-Powered Search

Google Ads has announced that it will eliminate language targeting in late September. This change means that the advertising platform will prioritize ads and websites that match the language of the search term.

The decision was made by Ginny Marvin, ads product liaison at Google, who stated that the system already understands and handles language automatically. Language targeting has become redundant as AI can detect the language of choice by the person reading or interacting with the ad and content.

Advertisers using single-language campaigns will not be affected by this change. However, those using multilingual campaigns may need to review their ads and landing pages to ensure they are clearly structured in the intended languages for users.

Marvin also suggested that advertisers should stop including language criteria in new and updated Search campaigns when sending Google Ads API requests.